The paper proposes a framework for assessment and design of B2C websites focussing on Web 2.0 and social media as vehicles for involvement of current and potential customers. Three overall strategic dimensions are proposed for characterization of websites, whether the 1) purpose is branding or e-commerce, 2) communication is one-way or two-way, 3) focus is transaction or innovation. When these three strategic binary dimensions are combined, we get 2 x 2 x 2 or a total of 8 different triplet combinations. The framework is used for an assessment of 15 fashion websites in the years 2006, 2008 and 2010.

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A longitudinal study of the adoption of online interactive and social media by luxury fashion brands

Hansen, Rina(Turku, 2011)

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Resume:

Most luxury fashion brands have yet to develop a clear and focused integrated online strategy, as they have struggled with the dilemma of interacting with fans and customers online. We observed how 35 luxury fashion brands utilized social and interactive online technologies since 2006 by formulating a framework for assessing fashion websites and brand controlled social media sites. Our findings illustrate that the observed luxury brands have increased their adoption of social and interactive digital technologies since 2006, and that with the help of Web 2.0 technologies fashion brands can create an immersing and innovative environment online.The findings also have relevance for practitioners, as the developed 8C framework can function as a checklist for fashion brand website creation.

As the body of Information Systems (IS) research on social media grows, it faces
increasing challenges of staying relevant to real world contexts. We analyze and
contrast research on social media in the e-government field and in IS research, by
reviewing and categorizing 63 studies published in key journal outlets, in order to
identify and complement research foci and gaps. We find that, in comparison with egovernment
social media research, IS studies tend to adopt an abstract view of the
individual user, focus on a monetary view of value added by social media, and overlook
the role of contextual factors. We thus propose an extended framework for mapping
social media research, by including a focus on the role of context and environment, and
identify a research agenda for future studies on social media-related phenomena
relevant to real world contexts.

The telephone was once the main way organizations communicated with their target groups. This situation has changed
considerably in recently years and it is apparent that organizations like drug helpline services must also expand their
range also in order to reach their target groups. A social media survey1 within European Foundation of Drug Helplines
members resulted in 16 responses (approximately 38 percentage response rate), representing 10 different European
countries. Findings indicated that most drug helplines in the survey have some experience with social media. However,
few of the drug helpline use social media based on purposeful planning and clear distribution of responsibility. Social
media can be used for promoting an event or a sensitizing campaign to create positive value. Facebook is the social media
that in general are most frequently used for purposes such as reaching a specific audience and promotion. Additionally,
findings of the survey show that few drug helplines in the survey monitor social media frequently.

Recent years have seen an increased sharing of consumptive practices, experiences and evaluations on social media platforms. Such socially shared consumption can range from electronic word-of-mouth to formal online reviews as well as automated product mentions facilitated by social media applications Based on a review of extant emerging literature on this topic as well as of literature on relevant topics such as social influence, online reviews, theories of the extended self and conspicuous consumption, this paper proposes a new concept, “socially shared consumption” and a taxonomy for better understanding and analysing the growing phenomenon of consumers’ social sharing of consumption on social media platforms The taxonomy consists of five dimensions of socially shared consumption: Phase, Automation, Formality, Expressiveness, and Sentiment. The primary contributions of this research-in-progress paper are (a) description and definition of the new concept of socially shared consumption, (b) preliminary proposal of a taxonomy of socially shared consumption, and (c) outline of a research agenda to conduct theory-based empirical studies of socially shared consumption phenomena.